Meat is an important source of protein. However, there are problems with meat—particularly beef. It can be a source of unhealthy cholesterol. Cows are a major source of methane, which contributes to global warming. As people in developing countries income rises, their demand for meat has steadily grown. In these trends, some companies see opportunity. Impossible Meat and Beyond Meat are two companies working on plant-based burgers which they claim taste like beef without many of the drawbacks. Despite their similar product, the two companies are using different marketing strategies to generate sales. You can learn more in this article [Continue Reading …]

Frozen food offer consumers convenience, but don’t have a reputation for great taste. The category’s sales have declined in nine of the last ten years. That trend has not stopped some of the players in “Big Food” (the giant companies like Kraft Heinz and B&G that dominate this market). These companies – and some upstarts like Amy’s Kitchen (which uses natural and organic ingredients with great success) are targeting millennials in an effort to revive sales. You can read more about this market in “ Frozen Food Comes in From the Cold ” (Bloomberg, October 27, 2016). Review the marketing strategy planning process model in chapter 2. Give [Continue Reading …]

The website brandchannel has launched a series of short case study articles. A team of Yale MBA students evaluate a purpose-driven startup and offer some marketing strategy recommendations. We used a different case from this series in chapter 1. In this case (see “ Hungry Harvest – No Food Waste, No Hunger , brandchannel, April 25, 2016), Hungry Harvest tries to tackle two seemingly dichotomous problems – food waste and hunger. It tries to put some of the 40% of produced grown in the U.S. that goes to waste with into the mouths of 50 million poor Americans who don’t get enough food. From the Hungry Harvest case, give [Continue Reading …]